Why your Health Blog Needs More Than Just Fitspo Images

Laura Peill, Health Content Specialist, @ Article-Writing.co

Posted On: March 12, 2018
There is this trend occurring throughout our society right now, defined by sweat-dripping girls in skimpy shorts and sports bras, with abs so ripped the salty fluid can pool in between their muscles.  It typically appears as an image in a perfectly crafted gym scene, where there is (conveniently) only the one set of dumbbells (no treadmills at your gym?). Or alternatively, she’s running in nature, down the most idyllic trail with leaves scattered in all of the right places.

First off, I don’t really want to see a dolled up picture of someone that sweaty, thanks. Secondly, is this type of imagery really getting you business? Is it driving conversions and bringing people to your site who stay, read your content, and choose your health and wellness services? Maybe. But chances are you need more than that. Chances are, it is getting in the way of your success instead of creating your success. Here’s why:


creating a fitness blog

Perpetuates the Issue of Why you Don’t Get Clients

Let’s break this down: the purpose of creating content for your online platform is to expose you and your business to the market. By putting your content out there, it (hopefully) reaches new potential clients who read it and then (hopefully) contact you for your services.

But when the images you associate your content with are those of ripped models whom the majority of us will never look like, those new clients you were able to draw in suddenly stop coming to you. Instead, they think, “I don’t look like that picture that I saw that made me come here in the first place, and I think I’ll leave now.”

The missing link here, isn’t about whether an individual can or cannot look a certain way, it’s about whether you are publishing content that portrays whether you are selling a quick fix or a long-term solution; then how that content matches up to what your customers want and what you are actually offering.

External Aesthetics Only Go So Far

Olympic athlete and Ironman Chris Hauth says it best: “stay healthy, stay motivated, and be positive.” There is no part in there that says “stay looking a certain way.” Aesthetic success, reaching a goal to embody specific visual features or pushing forward until, “I lose that last little bit around my waist,” is not the answer to long-term success that can be replicated and maintained – and your customers are savvy enough to recognize that.

Aesthetic goals are only part of the equation.  The other part? Targeting mindset.

By this, I mean creating an internal fitness and healthy motivation dialogue that segues into success; the need to minimize those internal, self-sabotaging negative thoughts, and the ability to rise above and push for something more. Fitspo images don’t tell your clients about this part.

This is where your responsibility to your clients and your business comes in: you need to create content that reflects that there is more involved in a wellness approach and adopting a healthy lifestyle than what you see on the outside.

The nutritional component and mindset component play a big role in clients’ success, and it is hard to portray the comprehensive complexity of all of the factors of the equation when you are only showing one – the aesthetics and outward appearance.

fitness blog

You can’t Build a Business on Undeliverable Promises

Let’s be serious, not everybody can look like the pictures. Whether it is the impact of genetics or lifestyle, or the fact that our body and metabolism changes with age – the images just aren’t going to happen.

Most people realize this and the issue instead is where to even start on a journey that seems as if it has no visual end point.  This is especially the case for customers starting out who are new to the whole health and wellness thing and are unfamiliar with what they are going to go through.

As Dan Harris says, when it comes to starting something new, “the issue isn’t that we don’t know about it or are naïve to it, the issue is that we are intimidated by it and don’t know where to start.”

Your clients are intimidated by the fitspo images. They know they probably can’t look like that and that that is an unreasonable level to attain. Couple that with the fact that they are already anxious because they are starting something new, and they just clicked off your site, pressed exit, delete, clear history, done.


There is No Strategic Retention Plan

Let’s say they see past all of the fitspo, they like the content you are producing and they come to you as a new customer. If they are after a quick fix, and you provide it, and the interaction is done, so be it.  But ultimately, isn’t the point of your business to build customer loyalty and have clients that stay on with you for the long-term?

If so, what happens after they look like what the image shows that you are promoting? Using fitspo images implies that looking like that is the goal, and that once it is achieved, that’s the end of the business relationship.

But really, what you want is for them to stay on so you can continue to be in business.  Give them a reason to stay. Take an approach with your content that offers to support them through a lifestyle and long-term solution rather than a once-and-done option. Once they stay, continue to create content and offer services that keep them coming back and waiting for more. And most importantly, that allows you to stay in business.

What Should I Do Instead?

Here’s the thing: we need to start getting real.  I don’t mean like post the worst selfie you have ever taken, hair disheveled, in three day old mismatching clothes – but just a real, honest image of what it looks like to do what you do. The daily grind of what it looks like to push yourself past hurdles and obstacles that get in the way of trying to fit your run in.  The struggle of finding the time to cook healthy food amidst a to-do list that is a mile long, a job, social life, family, and the pile of laundry that seems to build exponentially.

fitness blogging
“But that’s not what people want,” you are saying. It’s not? People want to know it is possible.  People want to know that what you are offering and what you can provide for them is an achievable, possible outcome. Otherwise, why would they buy your service, read your content, or continue to care about you?

We care about things we can connect with and perceive as being applicable to ourselves that can offer some value to us.  When the image we see and what it implies as an outcome, is something incredibly unreasonable or even impossible, we dismiss it and ultimately choose not to care about it or let ourselves focus on it – we don’t want to dwell on what we can’t be.

As a business, it’s about giving your reader something they can relate to and connect with, on a level where they feel like they could start making progress.

It comes down to you being a point of difference in an overfilled, saturated pool of unrealistic fitspo, that is making everyone feel bad about themselves instead of wanting to improve themselves.  “Fitspo is a beauty ideal masquerading as a health ideal,” says Lindsay Kite, Ph.D., co-director of Beauty Redefined. And that’s not the content want your blog to share.

Your blog is more than just a fitspo board. Be bigger than the fitspo.

If these points resonate with you, and you are ready to commit to better content for your blog and your business, reach out! We specialize in writing quality content and we can create the words to show your customers the true value of your business.

Let Article-Writing.co do the work for you

We are an experienced company with a writing team that has been the antithesis of each of these mistakes.

It isn’t easy to find talented, reliable writers that do extensive research and provide the best content, but by avoiding the mistakes above, we’ve done it!

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The ultimate goal of content marketing is offering your target audience information and materials that will engage them and motivate them to choose your business. 

Seems easy, right? 

Often, companies will simply share general content to please everyone. But let’s be honest: you can’t win them all. And that’s okay! 

Rather than throwing a line and hoping the fish will bite, create Thought Leadership content strategically catered to your target market. Consider the people who would genuinely need or care about what your business offers, rather than wasting time, effort, and resources on creating general, unfocused content. Successful content marketing involves promoting your products and services to the people interested in the subject matter, who will read the content, click on your company website, and take action. 

As an executive of an organization, you are a valuable piece of the brand. Consumers want to know about the human presence leading companies, in order to understand more about the company’s values and goals. 

Take advantage of your position as an industry expert and share extra content to attract more attention to yourself as an industry leader and your company. Your quality content will build your reputation as a reliable voice to earn your consumer’s trust. However, if it’s not focused on your target audience, you won’t earn many conversions from your content. 

Consider these techniques to guide your Thought Leadership content so it can expand and strengthen your loyal consumer following:

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  • Create target audience character profiles. Identify their interests, demographics, pain points, needs, and desires, and write to them.
  • Find where your current and potential audience is active online.  Catch their attention by being active and sharing your content marketing materials on these platforms.
  • Pull inspiration from other Thought Leader examples. Research other executives within your field who implement successful content marketing through their personal platforms. Learn what qualities make their content attractive and why readers respond to it positively. These examples can offer a base for you to visualize what you want to achieve. 
  • Recognize your strengths as a Thought Leader. Often, leaders aren’t necessarily aware of the unique talents that give them an advantage in their industry until asked. Reflect on what topics you know best and how to input your insights to humanize your materials, make them original and more engaging for your audience. 


Case Study: How Strategic Content Marketing Can Broaden Your Audience

In our client strategy calls, our team will interview our expert clients to learn about their industry expertise and find out what’s meaningful to them, their business, and then identify who we believe to be their target audience. We use these insights to inspire our content subject matter and tone to create impactful content for their current and potential consumers.

Dr. Desai’s COVID PreCheck App Content Marketing

For example, our client, Dr. Nitin Desai, approached our strategy team to create content to promote his COVID Pre-Check app. His innovative software is intended to help employers ensure their employees who enter the office are COVID-free, providing a safe environment by eliminating the chance of spread. 

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By reaching out to our professional content marketing team, Dr. Desai achieved his goal of promoting his groundbreaking app, while also positioning himself as an authoritative voice in his field. Our team learned about his voice, discovered what was meaningful to him and his target audience, and optimized this to create focused, engaging content that broadened his consumer scope. 

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